G&C Direct Mail Marketing Grows Business Using Screen Truepress Jet520
ROLLING MEADOWS, IL—April 1, 2013—At G&C Direct Mail Marketing, the operative word in full variable data printing capabilities is “full,” as in full-color, full-digital production and full-speed ahead.
Prior to installing the Screen Truepress Jet520 inkjet web press in December 2012, the Dallas-based direct mail business digitally overprinted names, addresses and various custom elements onto color forms originally created at other shops.
“We didn’t have continuous printing capabilities, either offset or inkjet,” noted Fernando Guzman, president. “To stay ahead of the competition and better meet our clients’ marketing needs, we wanted to be able to produce everything in-house—what we call ‘turnkey.’”
That meant going to full-color, high-speed inkjet, according to Guzman.
“Now we can print five million pieces filled with color text and graphics targeted to the recipients and switch to a different 1,000-piece project on demand,” he said. “Our turnaround on jobs is faster and cheaper than employing digital offset printers or conventional methods.”
Guzman, along with his brother, Gene, and a colleague, Mark Cowell, formed G&C in 1999. The three men acquired a few machines required to launch a direct mail agency. The company, housed in a 30,000-square-foot facility, has since boosted its employment and client rosters, added high-tech mailing equipment and invested in a fulfillment center.
The move into print production occurred in 2009, when the outfit that G&C had relied on for digital printing decided to close its doors. G&C took over the business’ assets, including two black-and-white laser printers, a monochrome digital printer and two full-color digital printers, as well as hiring former members of its staff to run the printers.
Anything that saves money and time in production without sacrificing quality is a welcome addition to the 35-employee operation.
“Because the Truepress Jet520 quickly prints static and dynamic content on the fly in one pass, it eliminates the expense of preprinting forms in advance,” Guzman relayed. “There are no preprinted offset shells to inventory, which is basically money sitting on the floor in anticipation of a future job.”
In addition to address information for mailing, G&C utilizes a high level of personalization.
“We print communications that are entirely personalized,” Guzman said. “For example, it could be a series of letters from an organization based on lists of potential and existing donors. Personalized data might thank the recipient for his or her previous contribution of a certain amount and solicit a specific dollar figure for a subsequent donation. These kinds of jobs were made for high-speed inkjet.”
The Truepress Jet520 offers flexible pricing options with no click charges. It features high-speed output of 420-feet-per-minute in full-color duplex. Screen’s color management technology reduces the time required to adjust colors and ensures sharp text and numbers. An inline finishing system enables slitting, merging and dynamic perforating. The perfing unit applies horizontal, vertical or cross perforations wherever they are needed.
EQUIOS, Screen’s digital front-end system, processes the variable data and outputs it to the Truepress Jet520.
“EQUIOS processes data incredibly fast,” Guzman observed. “Once 10,000 records are RIPed, the job starts printing. The rapid data conversion performance ensures the output speed of the printing device.”
Guzman was impressed by the quick shipment and short installation time for the Truepress Jet520. Installation commenced in the beginning of December 2012, and G&C was running its first billable job in early January 2013.
“The installation of the press was seamless,” Guzman explained. “The Truepress Jet520 is an easy machine to learn. Screen was very professional in their service and support. They jumped to our assistance, providing all the technical support and training needed.”
The Truepress Jet520 is already proving itself. G&C just landed a $12-million-a-year account. The quality-driven firm is well equipped for intensive data-driven printing.
“The product that Screen has developed will transform the printing industry,” Guzman said. “This is the first Truepress Jet520 in Texas to be located inside a direct mail shop. It is a game changer. Within the next year, this machine will grow our company to the level of a $15 million company. It is also creating a lot of attention with other printers who can’t compete with us on pricing.”
About Screen USA
Screen USA, a wholly owned subsidiary of Kyoto, Japan-based Dainippon Screen Mfg. Co., Ltd., is a leading supplier of systems and components for the graphic arts industry. Its diverse line of integrated products includes digital printing systems for a variety of applications, including print on demand, variable data, flexo/packaging solutions, industrial and sign/display printing.
Source: Screen USA.